Shopfloor FOCUS: LOCAL MARKETING Narrating the customer 30
When considering your local marketing approach it is imperative that you understand the importance of SEO for local businesses, and how utilising it effectively can result in new customers through the door, writes Gekko’s Daniel Todaro.
One positive outcome following the COVID pandemic is that local communities have rallied around their small independent businesses – particularly retailers. Whilst the multiples close unprofitable locations on the high street, decreasing their retail doors, independents are swooping in to do what the big names have failed so spectacularly to do – namely, talk to their immediate audience. The vast majority of multiple retailers, including retail banking, are clueless to what the local community and their consumer actually needs and wants; they continue to cite financial woes as a reason to close more doors, abandoning towns and cities in the process. They fail to realise that being part of the community can actually create growth for them and increase brand advocacy. Retail used to be the most innovative industry, where a progressive approach to understanding the consumer and creating experiences made your store a destination. But this seems to have dissipated somewhat and retailers are simply left wondering why people no longer want to shop with them. And being uninviting means consumers will literally walk on by.
Lack of local authority support A recent study by Shopify found that 35 per cent of consumers prefer experiential shopping. Seasonality can create these experiences and boost marketing and sales efforts, but most retailers fail to even engage at the most basic levels.
The government offers idiotic solutions to regenerate local communities and it fails to even protect local jobs. It’s about time it sorts its act out
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